6 Winning Strategies For Improving Hotel Conversion Rates

Running a hotel successfully requires a robust marketing strategy to attract tourists, businessmen and vacationers. You’ve probably already spent tons of your marketing budget on social media, display ads, SEO, PPC, print and TV advertising and you’ve even seen a massive swell in your hotel’s online traffic. Despite soaring web traffic, why aren’t you able to convert visitors into hotel customers?

Why Isn’t Your Hotel Website Converting Traffic?

Before you worry too much, keep in mind that you’re not the first person to go through this and you won’t be the last. Having difficulty in conversions is common to the travel industry, which suffers from a high percentage of poor conversion rates.

The problem triggers from:

  • Complexity in booking
  • Complicated shopping processes
  • Excess number of forms
  • Drawn-out marketing channels

These turn off customers and cause them to look at alternative options. You’ll be happy to know that this problem doesn’t have to be long term.You can find a way to harness high traffic by converting them into sales for your hotel. You simply need to have a smart conversion rate optimisation strategy.

Winning Strategies For Improving Your Hotel Conversion Rate

You’re naturally looking for ways to maximise your hotel sales, so follow these tips and you’ll find your business improving significantly.

Make It Easy

The first thing you need to do is to make it easy for your hotel guests to find you. Potential customers look for four key considerations in their accommodation:

  • Location
  • Budget
  • Number of people
  • Date

Creating drop-down menus will help you make it easy to display dates and locations. You should also find a way to incorporate budget categories and type of rooms to enable more targeted searches towards your hotel.

This is critical because hotel guests need to input more specific data into the products they wish to buy. Making this booking process easy and intuitive will leave no room for frustration and confusion. You should save booking history and make the system seamless for visitors.

Display A Progress Bar

Once a visitor has chosen a specific booking or room, keep in mind that the conversion is only completed after the transaction takes place. Most hotel websites have a complex booking process, which has resulted in high cart abandonment rates.

Display a progress bar during the booking process to help users understand how many more steps need to be conducted. You can also offer inline validation to help uses fix mistakes.

Try to make the booking process as simple as possible and keep it on a single page with the help of collapsible fields. You’ll be surprised at how this simple strategy will change the way your hotel does business.

Present Data Logically

If a user goes through the effort of inputting all thier information to undertake a hotel search, make sure that this information is logically and cleanly displayed on the screen.

If it isn’t logically presented with a clear actionable step, then you can expect the user to leave your site. You must display prices, products and services clearly, while allowing for easy modification of searches without returning to the home page.

Offer Last Minute Booking Facilities

Customers today are busy, so many of them end up making last minute online bookings when travelling on business or leisure. You can benefit from this segment of travellers by simply catering to this option. Make sure you put a quick and easy booking system in place for these travellers, while making the process mobile and tablet friendly. You can even include a “Quick Book” solution on your hotel’s website to help people who need to make a booking for the same or next day.

Ensure Clear And Succinct Information

All information presented on your hotel website needs to be clear and succinct. Never let vague information sit on your website because this could turn potential customers away. For example, if your hotel is pet friendly, be sure to mention it to pet owners know exactly what they are getting. If your hotel has a certain policy for children up to a certain age, then be sure to mention it clearly without leaving any room for ambiguity.

Infuse A Feeling Of Urgency

Online users can get easily distracted, so you need to find a way to retain their interest while converting them into customers. Working on the premise that every booking is the hotel is crucial will infuse a feeling of urgency to trigger your desired call to action from them.

This will also prevent them from visiting other sites. For example, infusing a feeling of urgency may include statements like:

Last 2 rooms left at this price.

  • Book now for a free upgrade.
  • Book now for a complimentary breakfast.
  • Book now and avail of a 10% discount.
  • Receive a complimentary drink at the bar by booking now.

Too many hotels are struggling with the issue of poor conversion and losing business to OTA’s and other business models that facilitate quick and easy bookings. By following these savvy tips for hotel website design, it will help you change your hotel’s fortunes by turning website visitors into genuine paying customers.

About Keith Paulin

When not trying in vain to improve his golf handicap, Keith leads the team at iiWorks, a specialist company providing Digital Marketing Strategy Services for clients ranging from small business to national and international companies.
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